文/vivi

清晨那杯熱騰騰的咖啡，旁邊似乎總該有一份新鮮出品的報(bào)紙。可惜，電子時(shí)代，早餐都越來越匆忙的人們，愿意拿份報(bào)紙悠哉品讀的實(shí)在太少了。

Gulf News阿拉伯海灣新聞報(bào)試圖改變這種現(xiàn)狀，讓咖啡和報(bào)紙這種傳統(tǒng)捆綁延續(xù)下去。當(dāng)然，這需要與時(shí)俱進(jìn)的新花樣。

他們選擇了環(huán)球咖啡連鎖店Tim Hortons做試點(diǎn)。在Tim Hortons門店，Gulf News設(shè)置了一個(gè)咖啡杯套打印機(jī)，每當(dāng)有客人來買咖啡，就會有附有當(dāng)前最新頭條新聞的杯套打印出來，隨咖啡杯遞到客戶手上，而人們的視線自然會聚集在手上唯一可以閱讀的杯套上。杯套上的頭條新聞還附有二維碼，手機(jī)掃描之后，就和Gulf News的推特搭上了關(guān)系……

Gulf News對人們咖啡時(shí)間的捕捉仍然是成功的，推廣之后，官方twitter粉絲數(shù)和報(bào)紙訂閱量都有了不小的上升。

抓住固有的關(guān)聯(lián)，并圍繞這個(gè)關(guān)聯(lián)點(diǎn)進(jìn)行創(chuàng)新，也許可視為Gulf News這次活動(dòng)策劃和執(zhí)行的關(guān)鍵點(diǎn)。

 Brief: Gulf News, the UAE’s leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Our target was to gain 1.5% more subscribers, help promote their twitter channel and increase traffic to the Gulf News website by at least 25%.

Strategy: Consumption habit suggests that people read newspapers while having their morning cup of coffee. Tim Hortons is one of our clients in the UAE and they serve 35-50,000 coffees per month, per outlet. Realising its untapped potential, we decided to create a campaign around them to meet our target.

Idea: Since fresh news goes well with fresh coffee, we adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and we created The ‘Headline News’ Cup Sleeve. Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story.

Relevance: Timing is everything. So we interacted with our readers when they normally read the newspaper — when they enjoy their freshly brewed coffee. The ‘Headline News’ Cup Sleeve allowed us to be the
first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them.

Results:
• Until now, over 1,440 headline tweets have been printed on more than 840,000 coffee cups.
• More than 2,900 new Gulf News Twitter followers in the first two weeks of the campaign launch.
• The traffic on the Gulf News website grew by 41%.
• Subscription’s up by 2.8% so far.
• We’re rolling out this project in Tim Hortons outlets across the UAE and in 14 new outlets soon to be opened.

Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director/Copywriter: Shahir Zag
Creative Director/Art Director: Joseph Bihag
Copywriter: William Mathovani
Head of Production: Amin Soltani
Agency Producer: Leng Panganiban
Business Director: Zaakesh Mulla
Account Director: Kandarp Baxi
Technical Developer: Pixel Plus Media
Photographer: Mojtaba Komeili/Arturo D. Smith
Editor: Subash Mishra